Connecting restaurants with tools to run successful operations

I started at 7shifts on the heels of a major rebrand, and the brand had a lot of room for growth.

In my time at 7shifts I have been able to stretch the brand look-and-feel by leading every single web release in my 2 years since, including the elevation of our site accessibility, all CRO tests, and site performance.

Additionally, I have worked on a combination of digital campaigns and in-person activations, including the NRA convention (the largest convention for restaurants in North America).

Now I lead design operations for a team of 3 brand designers at 7shifts, blending strategy and data with impactful visuals.

KEY RESULTS

20%

Increase in average conversion rate site-wide

797%

Increase in localized site traffic

PROJECT SCOPE

Positioning, Art Direction, Brand Identity, Web Design

DURATION

May 2024 - Present

7shifts website: building our design systems

7shifts website:
building our design systems

When I arrived at 7shifts, the pillar pages had been migrated to our new branding, but a host of other pages still remained in our old branding. In my first year, I worked in partnership with our web development team in batches to migrate each category of page to the new platform, rebranding the pages as we migrated them.

Since then, I have

Created a scaleable web design system in Figma + our code-base,
Led an audit for WCAG Accessibility AA compliance,
Facilitated all design-forward CRO tests on our website in the past 2 years.

AI + Tech

I am currently leading the charge in refactoring our design system to facilitate more easy AI integrations (Figma Code-Connect, Claude Code and V0) during the handover between design + development of our page builds.

After leading the research + technical briefing phase, I am working directly with our developer to refactor our design system components in both the code-base and in Figma files to enable us to build responsive pages more quickly.

22%

Average conversion rate per-page on key pages

114%

Lift in conversion rate on our blog

75%

Lift in conversion rate on key PPC pages

Photography: showcasing our customers

Building a distinctive brand presence requires consistency across all visual mediums.

In order to showcase the contrast between the grit of back-of-house at restaurants, and the glam of the front-of-house experience, our team often shoots live on-location at real 7shifts customers in a direct-flash style.     

I act as the art director, conceptualizing our photos, arranging and directing a freelance photographer, and touching base with our customers to plan the shoot.

These shoots positions us uniquely in the restaurant tech space, where often the imagery uses a heavy reliance on stock imagery and photos of polished spaces ( the opposite experience for back-of-house restaurant work that tends to be messy, chaotic and fast-paced)

Building a distinctive brand presence requires consistency across all visual mediums. 7shifts serves as a technological solution for restaurants across North America. These shoots allow us to produce on-brand photography for the 7shifts website, sales collateral, and social media.

I act as the art director, conceptualizing our photos, arranging and directing a freelance photographer, and touching base with our customers to plan the shoot.

These shoots positions us uniquely in the restaurant tech space, where often the imagery uses a heavy reliance on stock imagery and photos of polished spaces (often the opposite experience for back-of-house restaurant work that tends to be messy, chaotic and fast-paced)

Campaigns: Testing the boundaries of 7shifts brand

7shifts runs major campaigns during the sprint and autumn seasons, to coincide with The National Restaurant Association's flagship event and Payroll Selling Season. Each campaign allows us to stretch our brand and have a bit more fun!

During the NRA campaign I led our 2025 concept, blending our signature scribbles + bentos with product imagery overlaid on real-7shifts customers. Each photo and video series highlighted real-life restaurant problems with a simple visual showing how 7shifts helped staff get "out of the weeds". I acted as the primary art director for the freelance designers that supported us in the creation of an animated CTV commercial and supporting print graphics, while also acting as a production artist for many key assets.

In the 2026 edition of the NRA show, I have primarily acted as project manager so that our other designers could have the space to take the lead on visual direction. I worked with the other designers to concept the visual direction (an ode to traditional diner artwork!), and have managed the workback schedule for all of the assets, assigning each deliverable out to balance the capacity of the design team. For each design that goes out, I provide final feedback on all designs to ensure they are on-brand, and to the appropriate specs.

In the 2026 edition of the NRA show, I have primarily acted as project manager so that our other designers could have the space to take the lead on visual direction.

AI + Tech

For paid ads campaigns I am currently in the process of integrating the use of AI + process automation (through Figma Buzz) to create a higher number of design variants that we can test against our current creative.

797%

Increase in ad impressions during the launch of our local campaigns in Chicago

$471

Reduction in cost per trial (50%) through a full-funnel creative ad refresh.

122%

Of goal on new business Payroll subscriptions during our payroll selling season campaign.

Team Leadership & DesignOps

To support our team's growth and maintain quality during high-velocity campaign seasons, I stepped up to lead project operations and mentor our junior creative talent.

Mentorship: I have guided new designers through complex brand systems, helping them take ownership of social and sales enablement streams, directly increasing overall team velocity. I built out onboarding documentation, and created systems within Figma + our web design platforms to allow internal (and external) designers to ramp-up quicker in the design process.
Operations: I overhauled our project management workflows, bridging the gap between design requests and final delivery, ensuring zero missed deadlines during our biggest revenue-driving quarters. I facilitated new communications with steams in sales, product, P&C and CX, and introduced a new planning process each quarter to ensure that company-wide initiatives were being documented for design capacity.

I act as the art director, conceptualizing our photos, arranging and directing a freelance photographer, and touching base with our customers to plan the shoot.

These shoots positions us uniquely in the restaurant tech space, where often the imagery uses a heavy reliance on stock imagery and photos of polished spaces (often the opposite experience for back-of-house restaurant work that tends to be messy, chaotic and fast-paced)